The Impact of Mobile Payments on Consumer Behavior—A Case Study of the Thai Market

Abstract

As the global economy accelerates towards digitization and financial technology (FinTech) develops rapidly, mobile payment, as a representative result, is profoundly changing consumer payment behavior, especially in emerging markets such as Thailand, which has shown strong growth momentum. This study aims to investigate the impact of mobile payment on the behavior of middle-aged consumers in Thailand, and constructs a theoretical model based on the theory of planned behavior. The questionnaire survey method was used, and 427 valid questionnaires were collected from mobile payment users aged 30-50 years old in Bangkok area of Thailand as the research object. And the data were analyzed by descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis. The regression model verified the positive influence of attitude, subjective norms, and perceived behavioral control on mobile payment intention, respectively. This study validates the applicability of the Theory of Planned Behavior in Thai consumers' mobile payment intention, emphasizing that perceived behavioral control and payment intention are key factors that drive consumers' actual payment behavior. The findings have important practical implications for the promotion strategies of mobile payment platforms and provide theoretical support for the development of more targeted marketing strategies.